Course description

"I really enjoyed this class. Andrea's enthusiasm throughout the videos kept me interested and all the notes and resources were very helpful. Love her teaching style!" -Guerly OdolpheLooking to create a brand that stands out in today's noisy market? You've come to the right place. In this hands-on course, Andrea Goulet Ford will walk you through the same process she's used to engineer the personalities of some of the world's largest brands. Through the videos and a detailed 53-page ebook, you'll create a comprehensive Brand Voice Style Guide for your organization. Here's a peek at what you'll learn: Brand Voice BenefitsIn this section, you'll learn what a brand is and why it's important. You'll see brain research that shows how falling in love with a brand is a lot like falling in love with a human, and how personality matters when it comes to the bottom line. You'll also learn how to find your brand voice sweet spot with the same model Andrea uses for her Fortune 100 clients. Create Foundational ContentIf you want to build a house that stands up to the elements, you need a good foundation. The same is true for your brand. A good foundation will help you weather the storms of a changing marketplace. In this section, you'll build your foundation with a step-by-step process. First, you'll focus on your organizational content: your mission statement, vision statement and core values. Next, you'll learn how to step into the shoes of your audience and create compelling content that makes them fall in love. Finally, you'll learn how to position your product or service in the best light to spark a conversation and spur word of mouth. Discover Your PersonalityOnce your foundation is laid, you'll start developing a distinct and engaging personality. Andrea will share her favorite tips, tools, and techniques for facilitating a group discussion. You'll also get access to her popular Brand Character Profile™ to help you find your top six distinguishing brand traits. Use Your Brand Voice Across an OrganizationThe best brands give a consistent experience in any department. In this section, we'll look at how your brand voice will change in different situations. Using Andrea's Tone Wheel™, you'll walk through your entire business to ensure everyone is able to use your new brand voice consistently and confidently. Training Your TeamYou'll wrap up the course by learning the best way to roll out your new team. You'll get access to a Brand Voice Style Guide template that you can easily modify and share with your team. What do students say about Andrea's online courses? "Andrea covered several aspects to the process that I had not considered before, and offered useful suggestions and resources." -Beth Robertson"This class gave me a lot to think about and some critical planning steps I may have jumped over in the past. Definitely a lot of helpful, usable information." -Tracey Mcclure"This was a really well organized and well taught course. Thank you, Andrea! It was a great mix of broad strokes, large concepts mixed in with necessary details. I really appreciated the additional resources for each subject/theme. Each video built on one another, and I felt that I was able to develop my material and then build on that material in the next video/class. Highly recommend!" -Jessica S.

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Instructor

I’m the person brands turn to when they want to cut the corporate babble. For the past decade, I've helped engineer the personalities of the businesses, non-profits, and government agencies you interact with every day — the products you buy, the airlines you fly, and the services you use to communicate with your loved ones... just to name a few.

In May of 2013, I launched BrandVox™ to help brands scale their communications without sacrificing personality or authenticity. Style Guides are just one of the systems in my toolkit, and I hope you find them as useful as I have.